Ambush marketing means different things to different people. Let's first get the pedantic definition out of the way: riding on a rival brand's ad, event or positioning to create publicity for one's own brand. To marketers, it's a huge punt that may give their brands attention and make the competition look duller by comparison. To the sales department, it's yet another expense that may or may not reflect on the topline. But to the agency creative it's nothing short of a high; the intoxicating rush of thinking on their feet, churning something out in less than a day instead of the standard six week deadline.